In this project, you’ll learn how to create a new predictive audience for users at risk of churn and develop a targeted messaging campaign to keep users engaged.
Having insights around users who are likely to churn creates a perfect opportunity to reach out to that audience. Send users at high risk of churn a preemptive re-engagement campaign encouraging them to perform a certain Event or redeem a special offer as an incentive to stay an active user. Because the app store is a buyer’s market with high substitutability, it is up to you to show what it is that makes your app more valuable than the rest.
The following steps will walk you through creating a highly targeted and personalized mobile engagement campaign that will work to preemptively rescue users at risk of churn.
Predictive insights are not useful unless they can be followed up with meaningful and targeted actions. One way of taking action on a Prediction is to target an engagement campaign to an audience of users who are predicted to behave in the way you've defined. Predictions makes this possible by generating a new Profile for each Prediction you create, and then setting three profile attributes corresponding to the High, Medium, and Low likelihood segments.
In the Audiences tab under the Marketing section, click the green 'plus' icon to enter the Audience creation dialogue and select 'Add Profile Conditions'. Select the Profile attribute from the 'choose attribute' dropdown. This is where you will find your pre-defined Audience that was created in the Predictions tab. To create a new Prediction, click here. Select 'is one of' as the operator defining the relationship between the Profile attribute values, and select the 'choose values' dropdown to specify whether this Audience should consist of users in the High, Medium, or Low likelihood segments.
Once you've created a new predictive audience, you can easily create a new engagement campaign targeted at this saved Audience.
Navigate to the Messaging tab under the Marketing section in the left-hand navigation menu of your dashboard. Click the green 'plus' button and select the marketing channel you plan to use to target this audience: Push, In-App, Email, or Inbox. You can also export your predictive audience for use in proprietary, third-party marketing tools, or directly to Facebook through Localytics Remarketing.
Select a target Audience for your campaign. If you've already completed "Step 1: Create a new predictive audience," select 'Saved Audience' and then select the predictive audience you want to target on. If you have not already created a predictive audience, you can do so directly from the New Campaign workflow by selecting 'New Audience' and following the same steps described in Step 1. Finish the campaign creation process and schedule your marketing campaign.
Once you've sent your Predictive campaign, begin tracking the effects on retention and conversion with campaign reporting. See how different creatives and calls to action perform against one another with A/B testing and Control Groups. Once you’ve dug in and determined what campaigns are most successful at keeping user engaged, ramp them up and continue to iterate.
- Utilize predictions to create Audiences categorized as having a high/medium/low likelihood of churning to engage them in a personalized, targeted messaging campaign.